Today is the eve of July 4, a rather significant holiday in the United States. 

July 4th is Independence Day, a celebration of the founding of the country with the signing of the Declaration of IndependenceMany will celebrate with picnics, barbecues and the traditional viewing of fireworks, this author included.

Since this is a blog that has a focus on manufacturing, supply chain and online fulfillment, we provide this commentary in the spirit of the 4th of July holiday.

In its 2013 listing of the Gartner Top 25 Supply Chains, Apple was once again cited as the number one supply chain. Our readers are very much aware that the bulk of Apple’s supply chain activities reside across Asia.

Readers may have also taken note of Apple’s new unfolding media ad campaign which features very upscale design and messaging that speaks to the elegance of design and experience factors of the company’s products.  Each ad closes with the new signature: “Designed by Apple in California”. In yesterday’s Wall Street Journal, Apple purchased a complete two-page spread to deliver its new message.  This was quite an expensive statement to say the least.

We extract two specific paragraphs from this ad:

We don’t believe in coincidence.

Or dumb luck

There are a thousand “no’s”

For every “yes”.

We spend a lot of time

On a few great things.

Until every idea we touch

Enhances each life it touches.


We’re engineers and artists.

Craftsmen and inventors.

We sign our work.

You may rarely look at it.

But you’ll always feel it.

This is our signature.

And it means everything.

Designed by Apple in California


Thus in the spirit of the July 4th Independence Day holiday here in the United States, we offer the following challenge to Apple:

You are indeed engineers and artists, craftsmen and inventors, probably the best of the best.

You are also logisticians, supply chain and online fulfillment leaders.

You spend a lot of time on a few great things, but perhaps too much concentration in a particular geographic region.

You represent the spirit of the United States in entrepreneurship, creativity and savvy including how to park your profits and cash in foreign entities.

You stand for excellence and social responsibility but seem to drag your feet in establishing a manufacturing presence in your home country.


Our Independence Day wish is directed at Apple:

Change the signature to the following:

Designed by Apple in California and Built With Pride in the United States and Other Countries


Happy 4th of July to all our U.S. readers.


Next week, Supply Chain Matters will publish on a limited frequency as we take a few days to enjoy the summer season.